DEALER COMES TO FOOTBALL CLUB'S RESCUE
Following theft of groundscare machinery
by Service Dealer Editor, Steve Gibbs
 
Steve Gibbs

Firstly, let's address the big hairy elephant in the room. Yes, that's a new picture of me. And yes, I do look a bit less like Jurgen Klopp now my hair is shorter (more bald).

 

After the fresh new look for the Service Dealer brand this year, it was only really my mugshot which wasn't promoting the right message - so there's been an audible sigh of relief around the office now that's been addressed.

 

Not that changing my picture is that big a deal, but perceptions are important - especially for a small business. Everything that can be done across all customer facing platforms to present a professional, modern, friendly and helpful local business should be embraced fully.

 

One tried and tested method for this is to take full advantage of any public relations opportunities which present themselves. And I heard of a dealer putting themselves in their local spotlight in an incredibly positive way this week.

 

Firstly a bit of background. Last week non-league football club Nantwich Town FC were the victims of a break in which saw thousands of pounds of groundscare equipment stolen from their club. The club issued a statement at the time which said, "Thieves broke into the ground and took a ride-on John Deere mower and one of our Hayter mowers plus other pieces of kit. Both pieces of equipment stolen were less than two years old. The Hayter mower was bought for the club by our supporters."

 

This was apparently the second break in which the club had suffered in two years. Chairman Tony Davison told the club's website, “This is devastating news for the club. The equipment stolen was nearly brand new. Some of it had been donated by supporters which makes the theft even more upsetting.

 

Running a club at this level is difficult enough at any time but events like this can put the whole future of the club at risk.

 

Cut to this week and I hear that local STIGA dealers Total Tools, have stepped in to come to the club's rescue with the loan of a ride-on and a lawnmower. This is not only a fantastic gesture which genuinely helps out the struggling club, but the surrounding positive publicity which Total Tools should receive from this locally cannot be underestimated.

 

Below is the picture which has made the local press and I'm sure will be covered in most of the professional groundscare press.

 

L-R: Pitctured at Nantwich Town FC on Wednesday this week: Paul Jones, General Manager, Total Tools (Nantwich) Ltd; Tony Davidson, Chairman, Nantwich Town FC; Dan Mellor, Managing Director, Total Tools (Nantwich) Ltd; Dave Cooke, 1st Team Manager, Nantwich Town FC; Pete Temmen, Head Groundsman, Nantwich Town FC

 

Following the arrival of the equipment, Chairman Tony Davison publicly thanked the dealers for their support - which was reported in the local paper the Nantwich News.

 

He said, ”It has been a difficult week for the club, following the break in so I was delighted to receive the call from Dan Mellor at Total Tools with the offer of some equipment.

 

Dan has worked with manufacturer STIGA to set up the loan and we are delighted that together they have come to our rescue. At Nantwich Town we greatly appreciate the support of all the local businesses we deal with and this is yet another magnificent example of the support we get across the town.

 

This is a tremendous gesture to see us through in the short term and very much appreciated by the club.”

 

What a fantastic, positive story to come out of something so downbeat as a small club being robbed. Total Tools and STIGA really should be commended for stepping in to offer their help. And whilst of course it isn't their primary motivation, the attendant positive feelings which should be associated with the companies in the local area is invaluable.

 

PR activities such as this, often for not too high a cost, can provide dealers with a superb means of raising their profile amongst their communities. Well thought out messages can help create awareness with your customer base, build your brand values, and lead to gaining trust, authenticity and credibility amongst existing and potential customers.

 

Dealers can always be keeping an eye out for any potential PR opportunities which crop up within their business, or for events which they can get involved with locally. There will surely be many occurrences which could be of interest to local, national or specialist press. Plus with your own social media channels a constant feed of stories of what your dealership has been up to can be simple and low cost.

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In this issue
EDITOR'S BLOG
DEALER COMES TO FOOTBALL CLUB'S RESCUE
NEWS
DUNCAN MARTIN RETIRES FROM STIGA UK
ARIENS PROMOTE DARREN SPENCER TO VP EMEA & ASIA
DEALER'S TRACTOR SCHOLARSHIP RETURNS
PARKS & GARDENS LIVE EVENT NEXT WEEK
JOHN DEERE PARTNER PESSI
DEALERS OF MCCORMICK & LANDINI ATTEND AGRI ARGO MEETING
ISEKI UK TO SPONSOR LOCAL PROFESSIONAL GOLFER
DEALER CONTINUES RELATIONSHIP WITH BILLINGBEAR PARK
BBC AWARD FOR HANDS FREE HECTARE TEAM
DEALER JOINS FORCES WITH CTM ON BLEC TRAINING
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